Creativity A-List 2011: Crispin, Porter + Bogusky
Kraft-y moves and transparent pizza help make for a creatively standout yearPublished: Jan 18, 2012
Despite the loss of digitally-minded co-chief creative officer Jeff Benjamin, who earlier this month took on the post of North American CCO post at JWT, Crispin, Porter + Bogusky delivered a particularly strong and varied lineup of work in 2011.
Efforts out of Boulder were particularly impressive, although the agency says it is increasingly aiming to work as "one office" with creatives stationed wherever they happen to live but working on accounts globally.
For Kraft, there was inventive use of Twitter, like the Mac & Cheese effort that turned Tweets into a spot, and Mac & Jinx, which rewarded two people who tweeted about Mac & Cheese at the same time. The latter became a global trending topic on Twitter. Meanwhile, Jell-O Pudding attempted to broadcast the general mood of the Twitter-verse, in the form of a guy's smiling, or sulking face, with the Mood-o-Meter.
Work for Domino's Pizza continued to communicate more honesty and transparency for the brand. Over the summer, customers were invited to share their feedback about deliveries--good or bad--on a Times Square billboard in a stunt promoting the company's Pizza Tracker app. The campaign saw a 95% increase in daily review submissions at Dominos.com.
Other highlights included Autodance, an app for Ubisoft's Just Dance 3 video game which transforms video clips of your friends dancing (or just fooling around) into a series of synched dance moves. It was the number one most downloaded app in the music category in several markets including the U.K. And CP+B also showed it's still able to deliver a more traditional TVC with a series of spots for sports apparel brand Under Armour, which underline the blood, sweat and tears of the NBA basketball player.
On the global front, this year CP+B launched a London office, with creative team Matt Gooden and Ben Walker (of Honda "Cog" fame) as executive creative directors and going on to win Paddy Power, Belvita and expanded duties for Kraft's Milka brand. It also increased its in-house production capabilities and expanded its L.A. offices.